Five years ago, a customer looking for a service typed a query, which we could bid on and measure, says Service Club CMO Michiel Das. "Today, a meaningful share of that same intent goes to an AI assistant instead. There is no query to buy and no results page to rank on. There is an answer, and you are either in it or you are not."
Merkle MENA’s Deepak Mankani outlines that only retailers who move from fragmented stacks to integrated, agentic CXM will bag higher conversion, bigger baskets, and lower service costs.
Every system can report success, and the customer still doesn't get help. Why CX leaders need to test the full journey, not just each platform's uptime.
Customers move between physical stores, mobile apps, social media, messaging platforms and websites organically. For the consumer, this is one experience. Can brands go past silos to offer a consistent yet complementary narrative?
Today’s car buyer in the UK is increasingly self‑educated via specs, reviews and finance calculators before engaging a dealer. Autotrader’s Ian Plummer explains why high‑intent signals and horizontal discovery now matter more than raw lead volume.
Optimizely’s agent platform now enables brands to create a microsite for every target buyer – built, governed, and continuously optimised by AI agents.
The real signal isn't a blown SLA or a clunky handoff. It's what happens the moment a deal falls through. Marketing blames the nurture. Sales blames the lead quality. Both wave their data. Neither changes a thing, says Kevin Virsolvy, Senior Director, EMEA Marketing at Braze.
Tahir Kheshgi explores how full-funnel strategies help brands capture evolving consumer intent, strengthen search visibility, and drive stronger business outcomes through connected customer journeys.
The biggest breakdown is that personalisation is still treated as a tactic rather than an operating system. Many brands understand the value of personalising the ad experience, but execution still happens across fragmented workflows, says Christiana Marouchos, VP of Marketing at StackAdapt.
As AI reshapes how consumers search and decide, marketers must move beyond clicks and MQLs to focus on visibility within AI-generated answers, redefining performance in a zero-click world.
